Tweets = mine. You see it the Twitter profile of thousands, but are they really yours? The answer is “no.”
Tweets are only kept to yourself and a close group of friends if you have a private profile. However, if your profile is public, the tweets are never really yours. There are many instances when individuals get in a good amount of trouble for tweets posted. Sometimes they mistakenly post a personal tweet with the corporate or client account and sometimes it is related to their own personal account. No matter if you are the janitor, the brand manager, or the CEO, what you say can have a positive or in some cases very negative effect on a brand.
Here are a couple of cases when an individual’s tweets had some very negative effects for the brand they represent.
The not-so-personal account. James Andrews of Ketchum PR hurt the reputation of his PR firm when he posted this tweet "True confession but I'm in one of those towns where I scratch my head and say 'I would die if I had to live here!'" What he didn’t realize is that some employees of FedEx read this tweet when he landed in Memphis for corporate training on social media. FedEx fired Ketchum as a direct result. FedEx, being based in Memphis, cares very much about their hometown. When Andrew was speaking he represented FedEx as a brand even though he did not realize it. Read about the incident in Memphis’ Commercial Appeal.
The oops-I-forgot-I-was-logged-into-the-corporate-account. Chrysler has had its fair share of issues over the last five years. The last thing they needed was somebody speaking negatively for their brand. However, the employee managing the Chrysler Twitter account made a mistake. Instead of posting to their personal account, they tweeted this message from the Chrysler corporate account: "I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f#@%ing drive." The company handling the Chrysler account, New Media Strategies, was fired immediately from the account. The person that made the mistake was also fired from New Media Strategies. Read about the whole incident here.
Why do these events matter to a brand? Twitter is public. Everyone can read it, and they do. Especially when you think they’re not reading or they won’t see it if you delete it really quickly. Think about when you were younger and your mom would tell you, “If you don’t have anything good to say, don’t say it at all.” That applies to social media, especially when you represent a brand.
How will you change the way you communicate on social media?